Colorado Department of Health Care Policy & Financing
Direct Care Worker
Recruitment Campaign
Working together to care for those that need it.
With an aging population, Colorado is seeing an increased need for Caregivers.
The Colorado Department of Health Care Policy and Financing (HCPF) was looking for a way to increase awareness and appreciation for caregivers while also recruiting direct care workers. Our team at Circuit Media offered full-service campaign creation and management including: message development & testing, stakeholder / community engagement, photoshoots, branding, media buying, and the creation of educational materials and advertisements.
This collaborative project was created with one goal in mind: encourage more people to become caregivers to make a difference in their community.
Skills Utilized
Graphic Design
Planning and execution of designs
Social Media Asset Creation
Digital Ad Creation
Website Assets
Print Asset Creation
Page Layout
Hours Estimate
Creating/Following Brand Guidelines
Starting with People
Since direct care work and caregiving is all about people, all assets created aimed to highlight heartfelt caregiving stories. It was important to our team and HCPF that the campaign highlighted the passion and love direct care workers have for improving the lives of those in their community.
Social Media Assets
I helped to produce five main social media posts for both Instagram, Twitter (X), and Facebook. All posts and provided captions were available in both English and Spanish. The social assets were also shared with caregiving employers across the state to share on their own social media accounts during direct care worker appreciation week in April 2024.
Example of Post Captions provided:
The Direct Care Workforce is composed of people just like you. Direct Care Workers (DCWs) are companions, extended family, and advocates for those they support. DCWs provide a sense of independence to members and their loved ones. Become a DCW today! Visit HCPF.Colorado.gov/Direct-Care-Spotlight for more information.
Web Assets
All advertising assets were provided to supporting vendors. These ran on multiple platforms totaling about 35 assets. Our ability to reach different audiences was a key to the success of the campaign.
Flyers
Available for at-home, in-office, or professional printing, a series of flyers and posters were designed with light and dark options to be mindful of ink usage and environmental impact. The white background options are more economical and printer friendly as some caregivers and homes have limited budgets. For greater inclusion, all versions are also available in Spanish.
We also created 11”x17” posters for advertising and education in offices.
Video & Photography
I was proud to ensure design continuity across social media posts, flyers, and videography for this project.
We strove for a warm, casual, but engaging feel in order to tell the very real stories of three direct care workers and the members of the community they care for.
It was important for the videos to tell the stories about how each caregiver came into the profession and what they love about caring for others. The caregivers and community members picked for this video series also highlight the diversity of situations that can lead someone to become a direct care worker.
Sarah & Megan
Sarah finds meaning during the pandemic connecting with Megan.
The reason we chose Sarah & Megan:
Sarah represents a large group of people who already have jobs but are seeking to change careers to something that means more than just a paycheck.
Aurelio & Manuela
Aurelio, a cuidador, takes pride in helping older adults with everyday tasks and is there to ensure she receives the best care and love as if she was his own grandmother.
The reason we chose Aurelio & Manuela:
Aurelio and Manuela have a strong sense of family, though they are unrelated. Aurelio shows a strong commitment to helping his elders and provides a more diverse look at the caregiving world in Colorado.
Ere & Ashley
Ere shows her daughter Ashley motherly love by staying by her side every day.
The reason we chose Ere & Ashley:
Ere represents the pure love of a parent and the desire to show love to your child. Ere shows us all that being a direct care worker, or cuidadora, may mean caring for a loved one at home instead of someone out in the community.